"Beefeater London Dry gin brand celebrates the 2011 holiday season with a limited edition carton to support the global off-trade sector. The vibrant pack that contains 70cl bottle features an outline of the Beefeater Dry bottle, filled with a collage of icons and words to inspire consumers when creating their Beefeater Gin cocktail. Various winter images and a metallic finish create a festive mood. The pack follows other limited editions released by the brand since 2009 including last year’s Winter Gin.
Additionally, the pack includes cues to Beefeater’s London heritage and a QR code on the side of the pack that once scanned directs consumers to an exclusive Beefeater Winter Punch cocktail on the new drinking occasion website, Gin&Tales.com.
Paco Recuero, Global Brand Director for Beefeater, said, “This innovative limited edition carton demonstrates Beefeater’s commitment to providing off-trade customers with inspiring specialist products to drive sales during key seasonal periods. Featuring the elements that are at the heart of the brand including heritage and versatility of serve, the pack will not only ensure maximum prominence in the off-trade, but also attract new and existing customers to the brand.”
The limited edition cartons are available in key markets including the UK, Russia, Greece, Finland, Sweden, Czech Republic, Portugal and Latvia."